Esports Bookmaker Betway Becomes Headline Sponsor Of Ninjas In Pyjamas

Published: Oct 4, 2016 - Last Updated: Jan 20, 2023

The international gambling company Betway announced last week that it has entered into a partnership with the esports organization Ninjas in Pyjamas.

What is claimed to be a record sponsorship deal will make the esports betting provider the headline sponsor of the Swedish competitive gaming company.

Bringing fans closer to the team with exclusive content

The high six-figure deal will put Betway’s logo on the team’s jerseys, while also advertising the gambling company onsite at the esports organization’s gaming facility.

Betway will also receive content usage rights and full player access.

Thanks to the partnership, Ninjas in Pyjamas fans will enjoy exclusive content coming from the organization’s gaming house, including regular interviews with the team’s coach Björn “threat” Pers.

Viewers will also get glimpses into the daily lives of the NiP squad, namely Patrik “f0rest” Lindberg, Christopher “GeT_RiGhT” Alesund, Richard “Xizt” Landström, Adam “friberg” Friberg, and Jacob “pyth” Mourujärvi.

Giveaways, including NiP gear, are also part of the deal.

Betway is oriented toward serious esports fans

Betway’s Director of Marketing & Operations Anthony Werkman had the following to say about the new partnership:

“Betway were very proud to be the first bookmaker to launch a bespoke esports microsite last year. Since then, we have invested heavily in our team which is full of die-hard fans of the sport. As a company we seek to provide a first class, premium service and look to partner with those who share the same ideals and values to be able to bring fans closer to the action.

As sponsors of West Ham United of the Premier League in England, we constantly engage with supporters to give them insight into the club they wouldn’t get anywhere else. It’s with these ideals, values and mission in mind that we partnered with NiP.

They have a huge fan base all over the world and we are tremendously excited to provide exclusive, behind the scenes content on a regular basis as we follow the team’s quest to be the best.”

Ninjas in Pyjamas currently holds competing teams in two major competitive gaming titles, Counter Strike: Global Offensive and Overwatch.

Due to disappointment over recent performances, the organization parted ways with its Dota 2 team last November.

[show-table name=cta-alphadraft region=US] [show-table name=cta-betway region=ROW]

“We are thrilled with the opportunity to work closely with the leading esports betting company and are certain the partnership will allow us to continue to grow our legacy to give our millions of fans around the world unforgettable experiences they will remember for a lifetime,” said Hicham Chahine, CEO of Ninjas in Pyjamas.

The most recent major accomplishment of the esports powerhouse was placing first at the CS:GO StarSeries i-League Season 2 LAN finals, claiming the winning portion of the $300,000 prize pool.

Dejan Zalik

Since: September 12, 2015

Dejan has been involved in gaming for over 10 years. Moving from classics like Diablo 2, Lineage 2, and Warcraft 3, he found his passion in Dota 2, which he’s been playing ever since. He also likes to keep up to date by reading and writing about whatever is happening in the industry.

See all articles from this author

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